Consumer Attitudes and Opinions Toward Functional Foods: A Focus Group Study

Acceptance of foods with specific health characteristics depends largely on the consumers’ opinion. The objective of this work was to investigate Spanish consumers’ opinions, attitudes and beliefs regarding functional foods in general, and one of the most popular foods, yogurt, in particular. Six consumer focus group interviews were conducted, involving a total of 59 participants. Each group profile was chosen to either complement or contrast the other groups according to previously established criteria (gender, age and educational level). The youngest consumers (18–30 years old) proved, in general, to have a fairly negative attitude toward these types of products, although this attitude varied according to the type of food. For the consumers participating in this study, the most acceptable functional foods were low‐fat foods and some fermented dairy products. Purchase and consumption of yogurt were more dependent on its sensorial qualities and its price than on the nutritional information printed on the label. PRACTICAL APPLICATIONS The influence of attitudes, beliefs and opinions on food choice and purchase is specially important in the acceptance of some types of foods (organic or ecological, genetically modified or functional) that are presented to the consumer as a possible alternative to the conventional foods. The application of focus groups can help not only in explaining consumer behavior, but also in designing more effective nutritional education rules and products that satisfy consumer needs and expectations.